Computer Science – Computers and Society
Scientific paper
2011-06-09
Computer Science
Computers and Society
In press, Public Relations Review; 10 pages
Scientific paper
10.1016/j.pubrev.2012.01.005
140 characters seems like too small a space for any meaningful information to be exchanged, but Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to engage stakeholders not only through their tweets, but also through other various communication methods. Specifically, it looks into the organizations' utilization of tweet frequency, following behavior, hyperlinks, hashtags, public messages, retweets, and multimedia files. After analyzing 4,655 tweets, the study found that the nation's largest nonprofits are not using Twitter to maximize stakeholder involvement. Instead, they continue to use social media as a one-way communication channel, as less than 20% of their total tweets demonstrate conversations and roughly 16% demonstrate indirect connections to specific users.
Lovejoy Kristen
Saxton Gregory D.
Waters Richard
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